Discover, explore, experience: The Singleton Sensorium at Taoyuan Airport |
In a travel retail first, Diageo Global Travel and Middle East (GTME) has opened The Singleton Sensorium at Taiwan Taoyuan International Airport. The Singleton Sensorium is a newly created retail space where consumers “can discover, explore and experience the sights, flavours and aromas” of The Singleton’s single malt Scotch whiskies.
At a number of tasting bays dedicated brand ambassadors will lead nosings and tastings of The Singleton whiskies.
In addition, The Singleton Sensorium features branded wall and window displays, and an engagement gondola in a prominent location.
The Singleton family hails from the Glendullan, Glen Ord and Dufftown distilleries in the Speyside region of Scotland, and these distilleries give their names to the single malt’s expressions.
Three of The Singleton variants are travel retail exclusives, and will feature in The Singleton Sensorium. They are The Singleton Of Glendullan Classic, The Singleton Of Glendullan Double Matured, and The Singleton Of Glendullan Master’s Art.
In addition to these three exclusives, The Singleton Of Glen Ord and The Singleton Of Dufftown, are also available in travel retail and domestically and will be available to purchase in The Singleton Sensorium.
Diageo GTME Global Marketing Director Peter Fairbrother said: “The Singleton Sensorium in Taoyuan offers consumers an amazing shopping experience that will introduce them to some of the easiest to savour and best tasting malt whiskies in the world. We’ll have fantastic brand ambassadors on-hand to tell The Singleton story and to lead customers on a sensory journey from nose to palate and beyond.
“The Singleton Sensorium is the next step in Diageo’s journey to build The Singleton as a powerful brand in Scotch whisky and we are thrilled to be working with Taoyuan International Airport and Tasa Meng to offer consumers this unique shopping experience.”
Tasa Meng Duty Free President Nancy Ku said: “It’s a real coup to host the world’s first The Singleton Sensorium in our retail space in Taoyuan International Airport. It offers travel retail shoppers an experience unlike any other and is the perfect environment for them to find out more about this family of beautifully-balanced Scotch whiskies.”
“It’s a real coup to host the world’s first The Singleton Sensorium,” says Tasa Meng Duty Free President Nancy Ku |
